ROBOTICS TO THE RESCUE

UPCYCLE FOOD WASTE

Building a scalable brand system for a
mission-driven food innovation company.

Role: Lead Brand & Digital Designer
Duration: 3 Years
Scope: Brand identity, website UX/UI, product communication, print,
trade show

A No-BS Company Tackling Food Waste

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A No-BS Company Tackling Food Waste

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A No-BS Company Tackling Food Waste · A No-BS Company Tackling Food Waste ·

the challenge

Trendi rescues surplus produce and transforms it into premium, shelf-stable ingredients.

The challenge was to translate a complex sustainability and food processing story into a brand that felt:

  • Clear

  • Credible

  • Scalable

  • Commercially viable

The work required more than visuals. It required structure.

  • Brand Foundation

    I developed a cohesive visual system that could support rapid growth across digital and physical touchpoints.

    Focus areas:

    -Clear typographic hierarchy

    -Natural yet professional color system

    -Modular layout framework

    -Mission-forward messaging

    The goal was consistency without rigidity.

  • Digital Experience

    The website needed to serve multiple audiences: buyers, partners, investors, and collaborators.

    I structured the experience as:

    -Mission → Problem → Solution

    -Clear ingredient categorization

    -Modular product templates

    -Reusable UI components

    -Strategic CTA placement

    The result was a flexible digital system that balanced storytelling with technical detail.

  • Print & Sales Materials

    To support B2B conversations and industry outreach, I extended the design system into:

    -Ingredient spec sheets

    -Sales decks

    -Educational one-pagers

    -Catalog-style presentations

    Every asset followed the same grid logic and hierarchy as the website, ensuring brand cohesion across mediums.

  • Activations

    At trade shows and industry events, the brand needed to stand out in crowded, competitive environments.

    I translated the digital identity into physical space through:

    -Large-format messaging

    -Bold impact statistics

    -Clear product visibility

    -Cohesive booth graphics and signage

    The focus was clarity at distance and consistency across touchpoints.

  • The Pledge App

  • The Socials

  • The Activation

  • Printed Stats

  • Ingredients Catalog

pledge website

The Pledge website was developed through three iterative builds to ensure both clarity and performance. We began with two distinct versions, using A/B testing to evaluate user engagement, navigation patterns, and message resonance. Insights from testing informed a third, refined build shaped by targeted user feedback and research.

Accessibility was a core consideration throughout, including color contrast validation and colorblind-safe palette decisions to ensure the experience was inclusive and legible for all users.

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The Smoothie Machine

The Smoothie Machine is an automated kiosk that transforms surplus, cosmetically imperfect produce into fresh smoothies, located in high-traffic spaces such as airports and train stations. I led the end-to-end creative direction of the experience, designing the exterior machine wrap, the UI/UX ordering interface, and the instructional video displayed during idle moments. The goal was to create a visually engaging, intuitive experience that clearly communicated the mission of rescuing food while ensuring seamless interaction in fast-paced transit environments.